In response to student feedback clamoring more time alloted for local, relevant applications, the COSLA format (Chapter Overview Synthesis and Local Application) has been upgraded to do the reverse: Local Application of Marketing Concept.

The reverse of the sequence emphasizes a key point in this outcome based education (OBE) activitiy.

The more important thing is to find the local applications discussed in relation to the marketing concepts which support the rationale for the applications.

PART 1: BENCHMARK FOR STUDENT OUTPUT: 3 MINUTE LAMC

First, let us look at the finished product which is the benchmark for all students to follow.

This is the final version which conforms to the absolute requirement of a LAMC video below 3 minutes

The marketing discipline of keeping the LAMC under 3 minutes has many real world applicaitons including:

1. Focus

2. Prioritization

3. Clarity and Conciseness

4. Giving what the Audience Wants (and is Willing to Pay for). In this case, the payment is time of the audience. Time is a price that many people are not willing to pay, especially for serious topics like school reports.

PART 2: MANDATORY ELEMENTS OF A LAMC REPORT

Here are the required format and mandatory elements of a LAMC report (mp4 format).

WARNING: In Outcome Based activities, students who dont watch, understand and apply the demonstration videos or written instructions produce reports that dont score well vs. the rubric. One common error is to still report using the very old COSLA format where concepts are discussed first. Worse, some students report with very little or sometimes no local application at all! Or, reports showing a thank you slide at the end of the report instead of the cover page. All these reveal inadequate preparation and disregard for very clear instructions.

RESPONSE: In response to student clamor to use other recording platforms or software (other than using my recommendation of powerpoint with narration), students are now allowed to use other formats to create the video, so long as the LAMC mandatories are delivered.

The rubric used for grading the LAMC adds clarity and objectivity as to what is expected of the students. The rubric is in CANVAS assignment.

The 5 min video below explains many mandatory elements in detail (pls. always refer to the latest rubrics in your course).

PART 3: FIRST ATTEMPT: TOO LONG FOR CLASS USE

It is not surprising that a first attempt at a LAMC video will exceed the allowed time.

Below is my first attempt at this topic, and the result was 6 minutes.

If you compare this 6 minute version with the shorter 3 minute edition, this actually is clearer and more effective in communicating the key points.

So aside from 50% time savings, the clarity of the message also benefits.

I am showing it here to emphasize the learning and the trade-offs.

PART 4: FOCUSING AND CUTTING DOWN. WHY THE POWERPOINT WITH NARRATION IS THE RECOMMENDED PLATFORM

How did I reduce from 6 minutes to 3 minutes easily?

Watch only the first 6 minutes of this video to show how to focus, a marketing skill! (Note: At 6:08, the content is about the LAMC mandatories which you already saw at Part 1 of this blogpost).

More on the importance of being present in crucial search and ask moments, google created this video on why it has dominated the industry for the last 25 years….